Salience Model

The Salience Model: A Guide to Stakeholder Classification

Introduction to the Salience Model

The Salience Model, also known as the Stakeholder Salience Model, is a critical framework in stakeholder management that helps project managers classify and prioritize stakeholders based on three key attributes: power, legitimacy, and urgency.

Why is the Salience Model Important?

The Salience Model is essential because:

- It provides a structured approach to identifying which stakeholders require the most attention
- It helps project managers allocate limited resources efficiently
- It reduces the risk of overlooking stakeholders who might significantly impact project success
- It enables more strategic communication and engagement planning
- It supports better decision-making regarding stakeholder management strategies

Understanding the Salience Model

Developed by Mitchell, Agle, and Wood in 1997, the Salience Model evaluates stakeholders based on three attributes:

1. Power: The ability of a stakeholder to influence the project's outcomes, resources, or other stakeholders

2. Legitimacy: The perceived validity or appropriateness of a stakeholder's involvement in the project based on contractual relationships, moral claims, or legal rights

3. Urgency: The degree to which a stakeholder's claims require immediate attention due to time sensitivity or criticality

How the Salience Model Works

The model classifies stakeholders into seven categories based on which of the three attributes they possess:

1. Dormant Stakeholders (Power only): Have power but neither legitimacy nor urgency. They require monitoring as their status may change.

2. Discretionary Stakeholders (Legitimacy only): Have legitimate claims but lack power and urgency. Often receive attention through corporate social responsibility initiatives.

3. Demanding Stakeholders (Urgency only): Have urgent claims but lack power and legitimacy. May be vocal but typically receive limited attention.

4. Dominant Stakeholders (Power + Legitimacy): Have both power and legitimate claims but no urgency. Require regular attention and engagement.

5. Dangerous Stakeholders (Power + Urgency): Have power and urgent claims but lack legitimacy. May use coercive means to advance their interests.

6. Dependent Stakeholders (Legitimacy + Urgency): Have legitimate and urgent claims but lack power. Rely on others to advance their interests.

7. Definitive Stakeholders (Power + Legitimacy + Urgency): Possess all three attributes and require immediate and focused attention.

Applying the Salience Model in Project Management

1. Identify all stakeholders: Create a comprehensive list of individuals and groups who may affect or be affected by the project

2. Assess each stakeholder: Evaluate each stakeholder against the three attributes (power, legitimacy, urgency)

3. Classify stakeholders: Place each stakeholder into one of the seven categories based on their attributes

4. Develop engagement strategies: Create tailored communication and management approaches for each stakeholder category

5. Continuously reassess: Stakeholder attributes may change throughout the project lifecycle, requiring ongoing evaluation

Exam Tips: Answering Questions on Salience Model

1. Know the three key attributes: Always remember power, legitimacy, and urgency as the foundation of the model

2. Memorize all seven stakeholder types: Be able to identify each type and the attributes they possess

3. Focus on practical application: Exam questions often present scenarios where you need to classify stakeholders based on the information provided

4. Understand attribute combinations: Be clear about how different combinations of attributes lead to different stakeholder classifications

5. Connect to engagement strategies: Be prepared to recommend appropriate engagement approaches for each stakeholder type

6. Consider dynamic nature: Remember that stakeholder salience can change over time, and explain how project managers should respond to these changes

7. Link to other stakeholder frameworks: Be able to explain how the Salience Model complements other stakeholder analysis tools like the Power/Interest Grid

8. Use precise terminology: Use the exact terms from the model in your answers (e.g., "definitive stakeholders" rather than "important stakeholders")

Sample Exam Question and Answer

Question: A key vendor on your project has considerable influence over resources, has a formal contract with your organization, and is demanding immediate changes to the project scope. According to the Salience Model, how would you classify this stakeholder and what approach should you take?

Answer: This stakeholder possesses all three attributes: power (influence over resources), legitimacy (formal contract), and urgency (demanding immediate changes). Therefore, they would be classified as a Definitive Stakeholder. As project manager, I should give this stakeholder priority attention, address their concerns promptly, maintain close communication, and potentially involve them in key decisions regarding the project scope changes they are requesting. I would also document their requirements formally and incorporate them into the change management process.